News & Views: TikTok intros custom thumbnails, Google's Cookie U-Turn, IG's top tips for live content, X launches 'Trend Genius'

Welcome to 'What Went Down This Week?', where every Friday, we'll look back at the top news stories from the social media landscape, the creator economy and beyond. 📰

So, let's take a look at what was making headlines this week⬇️

1. Custom Thumbnails on TikTok🖼️

In news that is almost certainly music to the ear of every TikTok user around the world (well, mostly), TikTok has added the ability to upload custom thumbnail images for your videos.

As shared by social media expert Matt Navarra , users have the choice to either select a frame from their video or upload a custom image as their thumbnail. This feature allows creators to design and upload standout visuals, potentially boosting engagement in search results and profiles.

Thumbnail strategy has always been a key component in YouTube's success, due to its library-style searchability, it plays a huge part in attracting new audiences, establishing a channel and maximising views.

While TikTok's addition follows similar features on Reels and YouTube Shorts, its impact on engagement remains to be seen. From a discoverability POV, the scrolling feed style of the FYP doesn't really lend itself to thumbnails being a crucial part of content creation. Nonetheless, Creators are encouraged to experiment and monitor impact.

2. Google's Cookie U-Turn🍪

We won't go too in-depth here because chances are, this consumed your LinkedIn feed in the early parts of this week. But just to recap:

• Google have announced they're scrapping plans on blocking third-party cookie data from Google Chrome.
• They are instead introducing privacy controls in which users can opt in or out or data sharing.
• This all came as a huge shock to the digital marketing industry, after 4 years of planning and preparation of the cookie-less future.

But what does it mean for the creator economy?

The retention of third-party cookies provides a reprieve for the industry. Both influencers and brands have heavily relied on this data for precise audience targeting, measuring campaign effectiveness, and attributing conversions.

While the industry acknowledges the paramount importance of first-party data for long-term sustainability, Google’s decision to maintain third-party cookies offers a degree of stability and predictability, allowing marketers to continue optimising their campaigns with familiar tools and strategies in the interim

Rene Davis Head of Data at our sister agency, Braidr says:

While Google's u-turn on 3rd party cookie deprecation was unexpected we still operate in regulatory uncertainty and having a robust first-party data strategy is still at the forefront pushing your Influencer strategy into the spotlight. By leveraging an influencer strategy we can mitigate the impact of privacy regulations and focus on authentic connections and engaging niche audiences

Ultimately, the focus must be on building authentic relationships with audiences, leveraging first-party data, and exploring alternative monetisation strategies. Brands will need to invest in robust data management platforms and develop creative approaches to reach consumers in a privacy-centric world.

While Google's decision may offer short-term relief, the long-term implications for influencer marketing are far from clear. The industry must remain vigilant and prepared to navigate the evolving regulatory and technological landscape.

3. Instagram's Top Tip for IG Live's 📽️

Instagram has released a new guide to live streaming, to help enhance brand outreach and audience engagement. The guide covers how to schedule broadcasts, incorporate co-hosts, and utilise live notifications effectively.

Key Points from the Guide:

• Going Live: Instagram notifies your followers or Close Friends when you start a live stream. The video can be archived, saved, or shared as a reel post-broadcast.
• Engagement Benefits: Live streaming allows real-time interaction, showcases creator and brand personality, and adds content to your feed.

IG's Tips for Success (in a nutshell)

• Plan your content: Sometimes you might just want to share your current mood. Other times you might want to share a new song you’ve been working on or something else that’s been in the works. In those instances, it’s a good idea to have a clear idea of what you want to share to stay focused.
• Promote your live broadcast: Inform your followers in advance so they can set reminders and join your live.
• Engage with your viewers: Interact by responding to comments and questions while live to make viewers feel connected and heard.
• Be authentic: Show your true self and let your personality shine. Authenticity builds a stronger connection with the people you love.

Instagram also shares insights on using additional features like filters, effects, fundraisers, and sharing images within a broadcast. These tips and tools can help you make the most of IG Live, especially during the Q4 holiday season, to boost your performance and engagement.

4. X Launches “Trend Genius” Ads to Tap into Trending Events

X has introduced "Trend Genius" ads, a new tool which utilises AI to boost ad placements during trending conversations. This feature allows advertisers to select topics like football, fashion, tech or film and when organic discussions on these topics peak, Trend Genius automatically deploys relevant ads.

Key Features:

• AI-Powered Detection: Uses advanced AI to identify rising topics and align ad placements with brand-relevant mentions.
• Customizable Campaigns: Advertisers can choose specific conversation topics to align their ads with.
• Automated Ad Deployment: Ads are automatically published when relevant conversations increase and turned off when they decline, optimizing ad spend and relevance.

Theoretically, Trend Genius could help brands maximize their ad spend by jumping on trends, and reducing ad spend once a trend dies down.

As with anything AI-related though, it doesn't come without its concerns. The main being the accuracy of X's AI, especially given recent errors with the Grok AI news summaries, which sometimes misinterpret sarcastic or misleading posts.

Despite potential challenges, initial tests have shown record engagement rates. Additionally, Trend Genius promotions can integrate third-party data feeds, allowing ads to align with real-world events, such as weather changes.

Trend Genius ads are now available.

And that wraps up W.W.D.T.W. Make sure to follow us on LinkedIn and Instagram for more updates from the world of Social and Creator and check out our blog for the latest industry insights from Disrupt Marketing 👋